Monsanto Teams With The Feedroom To Enhance Conversations About Plant Biotechnology Video-Based Web Site

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Visitors More Easily and Quickly Access Information from Farmers and Experts about Genetically Modified Food and Crops.

This site uses the power of video to directly and effectively engage a targeted audience with relevant and well produced content.

This week, Conversations about Plant Biotechnology launched its redesigned Web site, utilizing a new, user-based architecture and cutting-edge tools that simplify online video viewing and improve visitor access to the more than 40 videos about genetically modified food and crops currently available on the site.

Monsanto Company initially launched the site in October 2005, and six months later, based on great reviews and comments from site visitors, tapped its internal Web Solutions Team to analyze the site and determine how to take it to the next level.

Teaming with The FeedRoom – the leading broadband communications company – Monsanto’s Web Solutions Team utilized a user-centered strategy and extensive usability studies to redesign the site, making it easier and quicker for visitors to browse, view, download and forward videos.

“Due to the rapid penetration of broadband Internet access in the workplace and at home, Web users are searching for and favoring more interactive and dynamic web sites,” says Bart Feder, CEO and president of The FeedRoom, which was founded in 1999 and whose clients include Wal-Mart, General Motors, The New York Times and USA Today.

The Conversations Web site showcases two- to three-minute, straightforward, compelling biotechnology video segments with the people who know the benefits of genetically modified food best – the farmers and families who grow genetically modified food and crops and the experts who research and study the technology. The redesign incorporates all aspects of The FeedRoom’s powerful broadband video strategy: a state-of-the-art online video library (the Video Gallery); embedded, single-segment video players located with copy in traditional web pages; and an RSS video and Podcast feed.

“Conversations about Plant Biotechnology is one of the best examples we’ve seen of integrating video into a Web site,” Feder continues. “This site uses the power of video to directly and effectively engage a targeted audience with relevant and well produced content.”

To view this redesigned site and access these videos on the benefits of GM crops, please visit The Conversations about Plant Biotechnology Web site is hosted by Monsanto Company – a leading global provider of technology-based solutions and agricultural products that improve farm productivity and food quality.

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Ranjana Smetacek
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